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GET FREE PUBLICITY EZINE
July 25, 2002
Published by The
George McKenzie, Editor
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It's July here in Texas, and the heat is on: temperatures
are climbing into the high 90's every day. So our theme for
this edition is "Hot Stuff." With that in mind, here are
our headlines (also known in the news biz as "teases"):
***What are "Hot Buttons?" And why is it a waste of time to
write a news release that doesn't punch them?
***Hot Tips...a great way to "light a fire" under your
efforts to get attention (and coverage) from the media.
***Also..."Are You Hot?" Don't worry, this ezine has not
crossed over to the "dark side" of the Internet. "Are You
Hot" is actually the title of the press release I'll review
in this edition's "Press Release Critique of the Week." See
below for a link.
===========================================================
SPONSOR MESSAGE
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Joan Stewart has authored a series of 39 "Special Reports"
that are a "must have" for anyone seeking free publicity
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topic. $7.00 each. Learn more by going to
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Quick Media Marketing Tip
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I've written before in this ezine that folks in the news
media are always looking for information their audience
needs to know or
would like to know.
You can help the media accomplish those goals (and get some
free publicity for yourself) by supplying a tip list.
A tip list doesn't have to be remotely scientific -- but it
does have to be interesting and informative.
For an example of how one well-known company incorporated a
tip list into a news release about a product rollout, see
this week's "Critique of the Week."
http://www.free-advertising.biz/o/critique.htm
And for an in-depth explanation on how to write clever and
captivating tip lists, see Joan Stewart's Special Report
#16-How To Write Tips Sheets That Catch The Media's
Attention.
http://www.get-free-publicity.com/specialreports.htm
===========================================================
SPONSOR MESSAGE
===========================================================
For more quick but powerful media marketing tips, get
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http://www.get-free-publicity.com/fasttrack.html
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Advanced Media Marketing Article:
Punching The Media's Hot Buttons
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By George McKenzie
During my career in TV news, I’d sometimes get phone calls
from viewers asking for publicity. They’d say something
like:
"You ought to do a story about my son’s Little League team.
These kids have worked really hard and they deserve some
publicity."
or
"Our church is having a spaghetti dinner, and ticket sales
have been slow. Would you give it some publicity to help us
out?"
or (and I’m not kidding about this)
"My cat is lost. Would you mention it on the air? If I can
get some publicity, it would help me get her back."
These folks grossly misunderstood the mission of the news
media.
The news media are in the NEWS business. The news media are
not in the PUBLICITY business.
In other words, the media work for their audience, not for
you.
Their job is to find and deliver information to that
audience.
Not just bland, boring, everyday, run-of-the-mill
information, but INTERESTING information. Information you
need to know, and information you like to know.
So if you're looking for free publicity, you have to make
sure your pitch or press release isn't bland, boring and
run-of-the-mill. It has to be relevant to the AUDIENCE.
How do you do that?
By punching the media's hot buttons.
You see, in the news business certain things are automatic
attention-getters. They’re universal themes, story lines,
hooks, angles and tie-ins.
These hot buttons give your story relevance. It becomes
information the audience needs to know or would like to
know.
As one of my former news directors once told me, "Take the
viewer’s perspective on every story. The viewer, consciously
or sub-consciously, always wants to know ‘What’s it to me?’
and ‘Why should I care?’"
Pretend that you’re a reader, listener, or viewer. Ask
yourself those questions whenever you’re writing a news
release.
There are too many hot buttons to mention in this article.
But you can find out more about them by clicking on
http://www.free-advertising.biz/hotbuttons.htm
I've also included some short descriptions.
If you fail to tie your news release into at least one of
these hot buttons, it will probably sail into the trash in
seconds.
But find a way to punch one -- or more -- and you’re on your
way to thousands (maybe even millions) of dollars worth of
free publicity.
Even if your goal is simply to get some attention for a
Little League team, promote a spaghetti dinner, or locate a
lost cat.
*******************
This article was excerpted from my soon-to-be-published
ebook, "Start Spreading The News--Press Release Secrets
Revealed."
Watch for publication details in upcoming editions of this
ezine.
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SPONSOR MESSAGE
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Get a free weekly marketing tip directly from Marlon
Sanders. Sign up at
http://www.get-free-publicity.com/weeklytip.html
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Press Release Critique of the Week
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In every issue, we'll offer you a lengthy evaluation of a
genuine news release that was recently sent to a working
news room.
We'll look at it the ways a media decision maker would,
using the following criteria (among others)
The Instant Eyeball Test: What's the overall "look" of the
release? You'd be amazed at how important this is.
The Headline Test: Does it make the reader want to keep
going to find out more about the story?
The Hot Button Test: Does it legitimately offer
information people need to know or would like to know?
Each "Critique of the Week" will be posted on an Academy
web site (we have several).
For this week's critique, "Are You Hot, "go to:
http://free-advertising.biz/o/critique.htm
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Sponsor Message - The Official eBook Sales Guide
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Give me one hour and I will show you
step-by-step how to automatically
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Success Story
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This story is contributed by John McLain.
Trade paperback publisher Metropolis Ink
came out recently with a controversial book titled, GOD
MAKES SEX GREAT!, and asked me to figure out a way to
promote it for the Pretoria, South Africa authors
Dr. Renier Holtzhause, a noted gynecologist, and Professor
Hennie Stander of the University of Pretoria.
I sent a copy of the book to South African Archbishop
Desmond Tutu while he was at a retreat in Massachusetts and
he kindly read the book and gave us this testimonial --
Archbishop Desmond Tutu says, "This is one of the best
such handbooks I have read. With an engaging light touch,
the authors have produced a splendid straightforward guide
on how to improve and enjoy sex. So what are you waiting
for? Go ahead and read it; jettison your ignorance and your
inhibitions and enjoy yourselves as God intended."
Sometimes you just have to ask. The book is now selling
briskly.
John McLain - McLain Communications
Author of How to Promote Your Home Business
http://www.free-advertising.biz/mclain.htm
***
Tell us your success story and get a free one-hour audio
seminar (downloaded from our web site). Plus you could get
additional free publicity if we publish your story in this
ezine.
Email your stories directly to me at
mailto:successstories@get-free-publicity.com
In doing so you grant permission for your story to be used
in an upcoming edition of this ezine or in a free ebook to
be offered to readers upon compilation.
You'll receive an email offering you a choice of audio
seminars within 24 hours after you send in your story.
============================================================
SPONSOR MESSAGE
============================================================
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Recommended Resources
============================================================
These are some of the resources that have been most helpful
to us in building on online presence:
Terry Dean's NetBreakthroughs...
http://www.get-free-publicity.com/terrydean.html
"Click" by Tom Antion. EBook. A "gotta-have-it" guide for
Internet marketers.
http://www.get-free-publicity.com/speakershop.html
Internet Marketing Course-Cory Rudl
http://www.get-free-publicity.com/imc.html
"The Amazing Formula"
http://www.get-free-publicity.com/amazing.html
But THE ONE RESOURCE that has made the biggest impact on our
e-business:
A shopping cart and automation system so simple even I
figured out how to do it. Autoresponders, client database,
coupon and ad tracking, this system has everything. If
you're serious about doing business on the net, DEFINITELY
check this program out.
http://www.get-free-publicity.com/tip.html
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Affiliate Program
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Add another stream of income to your web site by offering
Academy resources to your customers, clients or readers.
Join our affiliate program. Generous revenue sharing.
http://www.get-free-publicity.com/affiliate.htm
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FREE ARTICLES FOR YOUR PUBLICATIONS
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We have many articles available for reprint in your
publication, company newsletter, etc. You may use
articles that you see in this ezine. Back issues
can be viewed at
http://www.get-free-publicity.com/backissues.htm
or
http://www.get-free-publicity.com/articlelist.htm
############################################################
GET FREE PUBLICITY
EZINE
July 25, 2002
Publisher:
http://www.get-free-publicity.com
Editor: George McKenzie
mailto:george@get-free-publicity.com
Copyright 2002 by George McKenzie
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